Data platform company Lotame is launching a new tool, Lotame Collaborate, aimed at improving digital advertising by enabling brands to share data from the open web with other companies.

Lotame Collaborate allows digital marketers to collaborate with a brand, publisher, or data provider of their choice to permission data within the platform for analysis, audience creation, enrichment, and activation. The company claims the tool is an easier, faster, and less resource-intensive data clean room capability and allows for combining and connecting internal data in one central location, extracting data-driven insights using segmentation, predictive modelling, and analytics, enriching data with external partners, and activating data across the adtech and martech ecosystem. The tool allows marketers to combine authenticated (logged-in) and non-authenticated (web visitation) data, potentially resulting in up to 10x more data available for analysis and scalable action.

The demand for data collaboration technology has increased due to the decline of third-party cookies and the need for improved data scale and value.

"Data collaboration is table stakes today," said Andy Monfried, CEO at Lotame. "Unfortunately, fragmented data sets, non-interoperable platforms, and constantly evolving privacy standards have stalled the industry’s ability to deliver on true data enablement and collaboration. With our new offering in Spherical, which we believe is the industry’s most intuitive, interoperable, and high-performing data collaboration platform, we are making data collaboration smarter, faster, and easier than ever.”

Jo Mackenzie, head of data solutions, Publicis Media APAC, said: “First-party data sharing opens up more opportunities to generate meaningful insights and to leverage each marketing touch point for real brand-building impact,” she said. “Evaluating and testing innovative technologies like clean rooms and data collaboration are critical to delivering cutting-edge, data-driven solutions for our clients, so we’re excited to leverage this new offering as an extension of our existing intelligence suite.”